Chrysler Group has tapped Meredith Integrated Marketing to manage its CRM initiatives in the US and Canada. This hire builds on the companies’ existing relationship, as Meredith also manages the automaker’s custom publishing.
Previously, Chrysler worked with BBDO Detroit on CRM initiatives.
“The most powerful way to sell cars night now is communicating directly with customers and potential customers,” said Martin Reidy, president of Meredith Integrated Marketing. “Brand building is important, but reaching consumers at the right time and with the type of information they want can really make the difference in whether they buy or not.”
Reidy said Meredith will focus on direct mail and e-mail, as well as welcome packages for new buyers.
He added that Meredith is familiar with the automaker’s brands because the companies have worked together on Freedom, Chrysler’s custom publishing magazine that is printed in 15 languages and used in 22 countries.
“We want to be there for the entire lifecycle of the consumer, from when the purchase is just a twinkle in their eye, until their lease is expiring, or they’re thinking about the next Chrysler they will buy,” he said. “We’re going to begin to identify prospects in new ways.”
Reidy added that CRM is well suited for the auto industry because of the particularly challenging environment it is facing. “Especially now, every dollar counts in marketing, and CRM is just smart marketing,” he said. “As everything goes digital, we’re able to get better information about consumers. We can cut that information more finely and then analyze that information and refine campaigns as they go out.”
In April, Chrysler filed for Chapter 11 bankruptcy protection.
Reidy said Meredith teams in New York, Detroit and Winslow, Ontario, will manage the account.
A Chrysler representative could not be reached for comment. BBDO Detroit referred calls to its New York office, where a representative could not be immediately reached for comment.